أحمد Sherbiny

- Fully responsible for the assigned brands in terms of brand management, communication & positioning and strengthening the brands’ equity.
- Developing the annual marketing plan for the assigned brands, staying on top of its execution, implementing amendments based on market dynamics whenever needed.
- Managing pricing (wholesale, retail & shelf price) and packaging (artwork & packaging material) for the assigned brands.
- Fully responsible for the assigned brands’ P&L.
- Developing marketing communication campaigns (TV, radio, outdoors) to deliver on the brand’s positioning.
- Responsible for daily/weekly & monthly analysis for the brands’ KPIs (Sales, Retail Audit, Consumer tracking and quality checks)
- Launching consumer and trade promotions whenever needed.
- Responsible for the research function for all marketing department.
- Responsible for the media function for all the marketing department.

- Fully responsible for the assigned brands in terms of brand management, communication & positioning and strengthening the brands’ equity.
- Developing the annual marketing plan for the assigned brands, staying on top of its execution, implementing amendments based on market dynamics whenever needed.
- Managing pricing (wholesale, retail & shelf price) and packaging (artwork & packaging material) for the assigned brands.
- Fully responsible for the assigned brands’ P&L.
- Developing marketing communication campaigns (TV, radio, outdoors) to deliver on the brand’s positioning.
- Responsible for daily/weekly & monthly analysis for the brands’ KPIs (Sales, Retail Audit, Consumer tracking and quality checks)
- Launching consumer and trade promotions whenever needed.
- Responsible for the research function for all marketing department.
- Responsible for the media function for all the marketing department.

- Responsible for the whole project management cycle for in house ad hoc projects starting from receiving brief, preparing proposal, passing by preparing research material (questionnaire / discussion guide), briefing field, attending pilots, till doing required analysis and preparing full report.
- Projects handled (U&A, H&P, advertising evaluation pre and post, consumer tracking, product testing via CLTs and in home placement, customer satisfaction, customer loyalty, concept development, concept testing, media tracking, price monitoring, shopper understanding, and other projects)
- Managing in house continuous consumer tracking projects in terms of ensuring material consistency, data validation, analysis and reporting.
- Managing Retail Audit for different categories and markets in terms of data validation, analysis and reporting.
- Handling client’s queries on both ad hoc and continuous researches.
- Responsible for preparing big annual workshops where combined analysis is made from research (mainly tracking and retail audit), media and sales KPIs to evaluate the company’s brands’ portfolio performance over years.
- Responsible for training junior researchers and marketing teams on consumer tracking and retail audit in terms of KPIs understanding and analysis.

Heading the research section for Asfour Crystal fashion components sector in Hong Kong & china regions.

Managing the whole research cycle, in addition to qualifying agencies, evaluating proposals, , , ,

Was sent in a mission for 1 year in Hong Kong office to manage the research / marketing communication activities fir Asfour in the region